What drives brand decisions in Québec

April 02, 2008

Vegetarians in Quebec get a facelift and a drink.

The Quebec-based vegetarian restaurant chain Le Commensal www.commensal.com unveiled a new look described as trendier and friendlier. Le Commensal believes its brand is “nutritious, ethical, organic and conscientious” and that “health starts with what people eat”. That principle has obviously been extended to what people drink as the chain is now introducing a wine bar (offering organic wines of course).

Founded in 1977, Le Commensal moved into frozen meals sold in grocery stores in 1998. Its President, Pierre Marc Tremblay, had this to say about the brand’s future: “People who want to eat healthy will know, beyond a doubt, that our
foods are good for them, that the brand has integrity, and that the
ingredients are authentic and delicious.” CNW Release.

I’ve always loved Le Commensal and I’d patronize its Toronto location if it were next door to our offices. But I always feel the sting when the cashier weighs my plate. Why does healthy have to cost so much more? Quebeckers generally want healthier food options but find it difficult to do so. A 2005 survey by Ipsos Reid revealed that 59% of Quebeckers (significantly more than Canadians in the ROC) agreed with the statement “I know it’s important to make healthy food choices, but I find it hard to do so.” Perhaps what makes it hard is the price. In the same survey, 67% of Quebeckers disagreed with the statement “Healthier food options cost the same as regular ones” (significantly higher than in the ROC).

On a related point…

Le Commensal also announced that “to personalize its new image on the advertising level” it had recruited Josée Lavigueur to “add credibility and visibility”. Ms Lavigueur is well known as a physical activity enthusiast in Quebec.

There’s an interesting pattern here: why is it that advertisers anxious to promote healthy living and eating in Quebec all choose attractive blond women to do so? Le Commensal has Josée Lavigueur. Bon Matin bread has Marie-Josée Taillefer. And MangezQuebec.com has Annie Broccoli.